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JD Sports deploys feedback technology at POS

JD Sports has decided to take listening to customers seriously as it deploys feedback technology at the cash desk.

The sports retailer has partnered with TruRating to install customer feedback technology across its 360 stores and since going live six million in-store shoppers have given their feedback while paying for their goods.

The technology sits on the card payment device and asks every customer one anonymous question as they pay. Customers press from 0-9 to answer and because the questions rotate between transactions JD Sports can ask about different aspects of the customer experience. For example, the retailer asked customers whether they had seen its Christmas TV advert to measure the reach of its campaign.

“The beauty of TruRating is the way in which it simply plugs into our existing payment platform but is flexible enough to be moulded to meet our precise needs. For instance, we can use the custom questions to ask really granular, business critical questions and the huge, representative sample means we fully trust the responses,” said Wayne Davies, JD Sports retail director.

“With other customer experience programmes, the statistics never matched what we could observe in the store. That’s because we only got a handful of responses per store per quarter. But with TruRating, the numbers make sense.  Millions of proven customers are feeding back to us on an ongoing basis. It means we know which stores are going above and beyond for our customers, so our reward system is fairer and managers are taking notice, improving performance," explained Davies.

"Most important of all though, is that we’re continuously improving the shopping experience for JD Sports customers — helping us enhance service levels. A real testament to the success of the solution is the enthusiasm it is now getting across the wider JD Sports Group.”

JD Sports has been able to gather an NPS score for every store, for every hour of every day, which provides a constant drive to improve customer experience. Ratings are also tied to transaction spend, helping the retailer understand the ROI of any measures they take to improve customer experience.

Georgina Nelson, founder and CEO of TruRating, added “Collecting and analysing customer feedback has historically presented retailers with a number of business and technical challenges – response rates are low and they don’t know if the feedback of an animated minority reflects their wider customer base. With our technology sitting on the payment terminal it’s easy for merchants to ask every customer a quick question and get responses they trust.”

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